The rise of connected TV (CTV) presents unique opportunities for advertisers, merging digital targeting with television's engaging format. However, the potential for effective video personalization is hindered by significant barriers, including a lack of transparency and control in targeting. Advertisers struggle with understanding where their ads appear and the effectiveness of campaigns due to limited data availability. Additionally, legal restrictions like the Video Privacy Protection Act complicate content-level data sharing, hampering the personalization process and causing advertisers to hesitate in investing further into CTV advertising.
For all its potential, video personalization in CTV is notoriously difficult to scale due to transparency issues and limited targeting options, impacting advertiser confidence.
The transparency problem in CTV is a crisis of confidence where advertisers lack access to critical data on ad performance, undermining their investment justification.
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